Sometimes we encounter situations in which we made all that is needed in clients Adwords campaign but, simply put, in the end the results are non-existent. What many forget is that the AdWords system exists to bring the “appropriate targeted” users to your website. We bring “potential” customers who are interested in an offer that your web page shows them – will then these “potential” users convert into “true” customers does not depends on us. Converting users into customer depends only on you – and your website.
Design is one of the most important things on the website. The design must always be focused on what is the main goal of the website – getting new clients. If the user finds your page for the first time and if “at first sight” it is not clear what your web page is all about – then you’ve probably lost him right away. Some of the things to watch out in web design are:
- simplicity of orientation – the user always has to know “where he is” on web page and how to get to what he wanted to find out
- transparency – the website must be clean and clutter-free
- sometimes “less” is actually “more” – do not overwhelm users with unnecessary information, give him only what is necessary and what will interest him (the same can be applied to offers – do not immediately show him all the offers that you have – instead give him yours best 3 or 4 offers with the ability to see other offers if he is interested)
- emphasizing what you want the user to do – for example if you have a web shop, you might want to highlight in other colors button for “purchase”
- emphasizing of your advantages/additional benefits for users – similar to the above text, only here we mean all those advantages that you have over the competition (like price or free shipping)
- consistency – make sure you whole website follows a specific “theme”
These are just some of the things to watch out for when you design a website. But apart from these, it would be good to keep an eye on some technical things (for example was there incorporated one of the analytical tools to monitor how users behave when they get to your website).
Using Google Analytics, we can see how much time users spend on your website. In addition we can also see how many users are abandoning your web page immediately as they found themselves on it. These data can show us how well the website is made and if it “immediately” conveys the right message what this web page is about.
As we can see in the picture above, we can immediately see how users behave when we divide them by channels from where they came (direct, organic & paid channel). So right away we can compare which of the channels is better and which is not so good. In addition, one should be aware that today we see more and more users who use their cell phones and tablets in surfing the Internet.
In the case above we see that approximately one third of all users come from mobile devices (for that client). However, if we look at some data about those users, we will see that they are generally worse than the “desktop” and “tablet” users. It is very important that in these day and age you have a website that is compatible with cell phones – responsive website!
Check your webpage for opportunities for improvement
One of the important things is the speed of the website – its loading time or, should we simply say, the speed of downloading it in our browser. There can be found various studies that show if your website does not load within the first 4-6 seconds – you will lose majority of your potential users who will not wait for web page to fully load.
There are several services in which you can check the “speed” of your website, we suggest a tool from Google itself, which is located at this link. The good thing is that you immediately get suggestions what you should change on your website to make it go faster.
In addition, it would be very helpful to monitor users during the process of buying things/services. From where most of them enter the system of purchase (shopping cart, booking system, etc.) or on which of the steps most of them give up and leave the process. Sometimes, it happens that already on the first step most of potential customers give up and leave. Check out all the steps, see what can be changed on the website (every individual step in buying) or even remove some of the steps to improve the conversion of users in customers.
These are just some of the things that clients should look out for and are related to the behaviour of their website. For all other information, I suggest you contact some of the SEO or web agencies that will make a detailed analysis of all the shortcomings of your website.
Our mission is to bring to your website, thru advertising campaigns, the most relevant users (those who are interested in your offer), but it is not our task to transform them into customers. It is the task of your website, and that’s the reason why it must be correctly made.
If you want to check how your AdWords campaign is made, as well as other information about the “success” of the campaign – contact us.